• CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, JANUARY 12, 2018
    [Channel, Interactive] The Light Bulbs Have Ears: Why Listening Is Voice-Activated Devices' Most Important Skill
    But as fewer channels become available to reach consumers and as the channels themselves deliver fewer messages per minute, the value of those messages will increase dramatically. It’s not just that they’ll be able to know exactly who saw which messages and what the subsequently purchased. In short, voice-activated devices will change the world in ways that have nothing to do with the interaction skills of chatbots or ease of placing orders on Alexa.
  • MODERN MARKETING  |  THURSDAY, JANUARY 11, 2018
    [Channel, Interactive] 10 Ways to Grow Your Email List Like a Boss
    However, as more and more marketers reconsider their approach to social , email remains a powerful and personal channel for building and engaging an audience. ” Your email list is also a great channel for taking conversations beyond email. Take an email interaction deeper by scheduling a phone or Skype call, or choose a subscriber for some one-on-one video consulting.
  • SNAPAPP  |  THURSDAY, JANUARY 11, 2018
    [Channel, Interactive] A B2B Guide to Engagement Marketing (with Strategies, Tools and Examples)
    At no point in this process did that customer do their own research, get nurtured by a number of dealerships, interact with different salespeople, read reviews… . . Today, prospective buyers of any product are on the email lists of numerous competing businesses, comparing offers online and interacting with them on social media. Customers need to be engaged, educated, and nurtured to a level of trust needed to make B2B purchase decisions. Omni-channel, Not Multi-channel. .
  • TELEVERDE  |  THURSDAY, JANUARY 11, 2018
    [Channel, Interactive] How to Approach your Data Strategy
    Market segmentation typically includes geographic, demographic, psychographic, and behavioral data you can use to measure the purchasing power and profitability of different segments, as well as their accessibility through different communication channels. Execution is about matching records to tailored content across channels and interaction types. An effective data strategy goes way beyond having a good list.
  • MODERN B2B MARKETING  |  WEDNESDAY, JANUARY 10, 2018
    [Channel, Interactive] How to Generate Leads with Webinars
    Any marketing and sales professional knows that most buyers don’t make a purchase decision right away. Better yet, get your audience to interact with each other using a chat box. Multiple-choice polls can add an extra layer of interactivity to keep your audience engaged while learning more about their interests. Beyond your email lists, there are other channels to source webinar signups. First and most obvious, make it visible on all of your owned media channels.
  • CHIEFMARTECH  |  FRIDAY, JANUARY 5, 2018
    [Channel, Interactive] 5 Disruptions to Marketing, Part 4: Digital Everything (2018 Update)
    But many omnichannel discussions tend to focus on the “channel” part of that rather than the “omni” — delving into how specific tactics should be orchestrated together (e.g., Those are great ideas, and indeed, we have a lot to learn about how to execute campaigns and customer experience sorties across multiple channels in a way that delights — and doesn’t annoy — our audience.
  • LISTENLOOP  |  THURSDAY, DECEMBER 21, 2017
    [Channel, Interactive] 5 Ways Account-Based Marketing will Change in 2018
    These digital, social groups will create a network of influence that will drive purchasing decisions. By 2020, chatbots are expected to power 85 percent of customer service interactions — we’ll talk more with bots than we do with our spouses. AI-powered chatbots will play an increased role in lead interactions in the coming year as well. Ninety-seven percent of consumers leave an ecommerce site after the first visit without making a purchase.
  • NAVIGATE THE CHANNEL  |  THURSDAY, DECEMBER 21, 2017
    [Channel, Interactive] 10 Interesting Digital Marketing Stats to Ring in 2018
    64% of senior employees make the final decision on B2B purchases – but 81% of non-senior employees influence their choices. Instagram has the highest social media interaction rate. interactions per 1000 followers, Instagram takes the lead in social media engagement. More than half of marketers regard effective distribution as the reason for their success, with 93% of B2B marketers using email as their primary distribution channel.
  • CONTENT MARKETING INSTITUTE  |  THURSDAY, DECEMBER 21, 2017
    [Channel, Interactive] CCO Opens the Idea Garage for Inspiring B2B and B2C Content Marketing Examples
    Upstanders is Starbucks’ first original series of content using multiplatform distribution channels, including the Starbucks mobile app and online and in-store digital network. In addition to a video-on-demand channel and website, Hello Sunshine has Facebook, Instagram, Twitter, Pinterest, YouTube, and Snapchat profiles for publishing social and short-form content. Ford goes interactive in New York ( June 2017 ).
  • TELEVERDE  |  TUESDAY, DECEMBER 19, 2017
    [Channel, Interactive] Get Smart about Data
    Market segmentation typically includes geographic, demographic, psychographic, and behavioral data you can use to measure the purchasing power and profitability of different segments, as well as their accessibility through different communication channels. Execution is about matching records to tailored content across channels and interaction types.
  • WEBBIQUITY  |  TUESDAY, DECEMBER 19, 2017
    [Channel, Interactive] The Top B2B Marketing Trends for 2018 – A Meta-Analysis
    But its role in reaching consumers continues to become more prominent: By the end of 2017, 74 percent of all Internet traffic will be video-based…If your company is still holding out on video due to the costs and concerns about generating strong ROI from this channel…enhanced targeting tools should serve as encouragement to get in on the action.” Events work because face to face interaction still builds familiarity and trust that digital channels can’t match.
  • HEINZ MARKETING  |  MONDAY, DECEMBER 18, 2017
    [Channel, Interactive] Sales Pipeline Radio, Episode 97: Q&A with Guy Weismantel
    Definitely check out the Marchex Research Report: The Offline blind spot and the modern marketer: Optimizing the path to purchase when your prospects become customers offline. We’re going to be talking about the offline engagement channel, if you will. So it’s a really interesting business and a new one that brands are just starting to kind of realize from an offline perspective is a channel that they’ve got to start paying attention to.
  • CONTENT STANDARD  |  MONDAY, DECEMBER 18, 2017
    [Channel, Interactive] Building Customer Loyalty: How and Why to Value Brand Loyalists
    It’s always good to see activity, interaction, one metric or another grow a bit higher each day. Will seek out opportunities to interact with your brand beyond purchase. At this early stage in the funnel, encouraging loyalty happens best when you provide your audience easy and accessible ways to interact beyond just completing a CTA. Customer service systems are a great example of interaction that extends throughout the full life cycle of your customers.
  • VIDYARD  |  THURSDAY, DECEMBER 14, 2017
    [Channel, Interactive] 4 industries where video is surging
    You can see it in the faces of marketers and sellers—they feel battered by the increase in channels and interactions but decline in engagement. It analyzes each video player by channel, trends, traffic, and multi-touch ROI. Whether it’s commercial or residential, property is often the biggest purchase most people ever make and there are a lot of emotions involved. Nobody sees more variety on the sales floor than a solutions consultant (SC).
  • SNAPAPP  |  TUESDAY, DECEMBER 12, 2017
    [Channel, Interactive] 30 Experts Discuss Marketing Automation Trends That Will Have The Biggest Impact On B2B Marketers In 2018
    Chatbots will become a primary channel for lead and customer education. Predictive Consumer Engagement - AI tied to marketing automation, email and a website can help discover insights about why consumers click or purchase, and drives smarter marketing using predicted behavior to segment, trigger custom buyers journeys, personalize messages, and more. . With integrated marketing automation, it is possible to perform one action and have it take effect across multiple channels.
  • THE MX GROUP  |  MONDAY, DECEMBER 11, 2017
    [Channel, Interactive] Content Mapping: You Can Prove ROI!
    Another angle many marketers take right away is to add distribution channels and bump up the frequency of their marketing outreach. In addition to defining the path to purchase, you also need to know who’s traveling it. Something interactive, perhaps? Interactive content , in particular, is so trendy that you and your creative team might feel tempted to create too much of it, or to invest too much time and effort in something that doesn’t wind up being effective.
  • MODERN MARKETING  |  THURSDAY, DECEMBER 7, 2017
    [Channel, Interactive] 7 Ways to Future-Proof Your Organization With Data Driven Marketing
    Empirically speaking, buyers research between 1 to 4 hours online before making any purchasing decisions. Measure Every Marketing Channel. Chatbots use either machine learning, or pre-programmed conversation trees that allow users to interact with brands through the messaging platform of their choice. Brands like Sephora and Lyft make it incredibly easy for customers to make purchases from most messaging platforms. The way prospects buy is changing.
  • SHARPSPRING  |  MONDAY, DECEMBER 4, 2017
    [Channel, Interactive] 10 Ways to Make Your Business Stand Out on Social Media
    Rather than jumping right in and creating a presence on every social channel you can think of, take your time and research how your products or services can be marketed on each platform. In addition, you need to know your target audience intimately and have a good understanding of the social channels they use. Interaction and engagement are vital when attempting to nurture relationships with new customers.
  • SNAPAPP  |  MONDAY, DECEMBER 4, 2017
    [Channel, Interactive] 54 Content Marketing Stats to Guide Your 2018 Strategy
    Interactive Content Statistics. . It may be time to consider how you can better participate on these channels and get the most out of the opportunities presented by mediums like Twitter, LinkedIn, Instagram, and Facebook (to name a few.). . . #13. Add interactivity, and they become even more engaging for the reader. . Takeaway : Traditional marketing channels like TV adverts, direct mail and telemarketing all requires a lot of money to get started.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, DECEMBER 1, 2017
    [Channel, Interactive] 2017 Retrospective: Things I Didn't Predict
    But I’ve seen other creative approaches such as scanning purchase receipts (in return for a small financial reward, of course) and even using satellite photos to track store foot traffic. Cross-device matching and cross-channel identity matching (a.k.a. It’s clear to me that the future of in-store retail depends on creating entertaining, enjoyable experiences, and specifically on human interactions that online merchants can’t duplicate.
  • CONTENT STANDARD  |  THURSDAY, NOVEMBER 30, 2017
    [Channel, Interactive] The Anatomy of the Worst Brand Post on Reddit (and How to Get Reddit Marketing Right)
    Microtransactions are in-game purchases that allow players to unlock features. Loot boxes contain randomized rewards—weapons, armor—and can be purchased in-game. ” The alternative to making purchases is to “ grind ”—“playing time spent doing repetitive tasks within a game to unlock a particular game item.” Reddit may host a large demographic that purchases games, but this doesn’t mean they are the most important audience for EA to reach.
  • SCRIBBLELIVE  |  WEDNESDAY, NOVEMBER 29, 2017
    [Channel, Interactive] Why Using Employee Advocacy & Social Selling Will Help You Attract Buyers
    Social selling refers to sales people’s use of social media to interact with prospects. They’re able to interact with them throughout the buying process, which then allows for relationships to be fostered by providing thought leadership and answering questions. Reach buyers on their channels: Your buyers rely on multiple types of communication channels, such as email, social media, and mobile messaging apps.
  • MODERN B2B MARKETING  |  WEDNESDAY, NOVEMBER 29, 2017
    [Channel, Interactive] Why Marketers on Facebook Messenger Will Rule the Engagement Economy
    They’re chasing consumers—who own 132% more devices and access 389% more apps than they did five years ago—across all channels, and consumers sense the desperation. Marketers need to explore focusing their energies on channels that maximize engagement, like Facebook Messenger. Most friendships revolve around a single channel of choice. Consumers want marketers to stick to just one channel too. For a great many consumers, that one channel is email—but this is changing.
  • ENGAGIO  |  MONDAY, NOVEMBER 27, 2017
    [Channel, Interactive] How to Hire a Director of ABM: Tips for Confidently Making This Critical Hire
    Well versed in monitoring and optimizing marketing across channels. In this response, look for proof that the candidate understands the complexities of a sometimes lengthy account purchase process and how to pinpoint meaningful milestones. As an ABM leader, this person will be interacting with other departments frequently. Understanding who does what and how everyone interacts is essential to leading a team to success. Great companies are built with great people.
  • EXO B2B  |  THURSDAY, NOVEMBER 23, 2017
    [Channel, Interactive] Role and challenges of B2B branding
    Your behavior, personality and interactions must follow through with the brand image and convey your company’s values. Consistency and quality: In B2B, big buying decisions are made, and this is why your brand’s coherence in actions, services and products are of great importance in your customer’s purchase experience. Also, it’s important to “unite” on different media and channels when talking about the brand, to maintain consistency and quality.
  • SCRIBBLELIVE  |  THURSDAY, NOVEMBER 23, 2017
    [Channel, Interactive] Why Your Current Social Media Tactics Aren’t Attracting Buyers
    Traditionally, purchasing power rested with the seller. Buyers had limited information about the vendor, so in order to gain more information, they had to interact with the company through sales and service staff. However, with the advent of social media and its ever increasing popularity, the power dynamic has shifted and buyers are the ones in the driver’s seat, determining what information they consume, when, and through their desired channels.
  • CONTENT MARKETING INSTITUTE  |  THURSDAY, NOVEMBER 23, 2017
    [Channel, Interactive] How Inspiring Brands Give Thanks on Social Media
    Mini runs a monthly photo challenge where brand fans can share photos that fit a relevant theme (such as October’s #FitsInMyMini challenge) for a shot at getting their submissions showcased on the brand’s Facebook and Instagram channels. For example, I’ve adored just about every piece of content pet product service Barkbox has shared with me through its newsletters and social channels. Happy Thanksgiving to all those in the United States who celebrate!
  • CONTENT STANDARD  |  WEDNESDAY, NOVEMBER 22, 2017
    [Channel, Interactive] Why Niche Video Game EVE Offers Marketers a Master Class in User-Generated Content
    Launched in 2003, Eve is one of a handful of long-running MMO (massive multiplayer online) games that offer a space for thousands of human players to interact, cooperate, or compete. Where many games create spaces for players to interact in a confined way but prevent users from actually changing those spaces, Eve encourages users to impact everything. At this very moment, you might be living next to a space pirate. But don’t fear.
  • ASPIDISTRA  |  MONDAY, NOVEMBER 20, 2017
    [Channel, Interactive] How emerging technologies are reshaping the b2b eCommerce landscape
    It’s also backed by another recent survey that says 76% of retail executives across Europe and the US have already built a dedicated b2b eCommerce site, and the fact that, for nearly 40% of them, this site is their primary sales channel. AI tools help to support the ability to learn from customers, analyse their data, and evaluate their purchasing behaviour. Most companies already know a lot about their customers from analytics, metrics and other data captured at each interaction.
  • MODERN B2B MARKETING  |  MONDAY, NOVEMBER 20, 2017
    [Channel, Interactive] 5 Ways Marketing Automation Makes Engagement Easy
    In today’s data-filled world, it isn’t the collecting of data that’s hard—it’s the use of that data to create those experiences across channels that are difficult. Sending customers a survey to collect their feedback after making a purchase or interacting with your team (such as a demo). Sending customers an email when they abandon their shopping cart without making a purchase. Your buyers are on different channels—so you need to be too (especially mobile).
  • MODERN B2B MARKETING  |  FRIDAY, NOVEMBER 17, 2017
    [Channel, Interactive] 6 Tips For Email Marketing Success This Holiday Season
    Of course, you know that your strategy, no matter what needs to engage your customers across multiple channels. Once you have this covered, you can delve deeper into segmentation, focusing on things such as age, gender, browsing activity, and purchase history. With over half of all emails being opened on mobile devices, a non-responsive design will cause high unsubscribe/spam rates and deter consumers from interacting with your brand.
  • THE LEAD AGENCY  |  WEDNESDAY, NOVEMBER 15, 2017
    [Channel, Interactive] The Art of Influencer Marketing for B2B
    Many modern influencers have access to wide audiences through digital channels, such as blogs, webinars and social media. According to eConsultancy , “potential B2B buyers who feel a ‘high brand connection’ are 60% more likely to consider, purchase and even pay a premium than ‘low brand connection’ competitors.”. Business decision-making teams are often faced with difficult purchasing choices. Share across multiple channels. The Art of Influencer Marketing for B2B.
  • CONTENT STANDARD  |  WEDNESDAY, NOVEMBER 15, 2017
    [Channel, Interactive] How One-to-One Marketing Is Changing the Content Marketing Game
    Thanks to machines, brands can learn how to market the right products, at the right time, using the right channel, to a specific, individual customer. Meanwhile, 96 percent of consumers say there is such a thing as “bad personalization,” which can encompass brands using outdated information about them, getting personal customer details wrong, or making incorrect assumptions about what consumers want based on single interactions.
  • MODERN MARKETING  |  MONDAY, NOVEMBER 13, 2017
    [Channel, Interactive] Geolocation-Based Marketing in 2017: The Impact on Businesses
    Now, companies can leverage geolocation-based marketing to reach out with personalized, local messaging, promotions, and other strategies designed to raise leads and encourage impulse purchases. This allows you to interact with them. Even beyond a purchase then, it can also encourage them to come back again in the future. When you can personalize the customer experience across channels, you can provide a unique experience that increases customer loyalty and satisfaction.
  • EMAGINE B2B BLOG  |  THURSDAY, NOVEMBER 9, 2017
    [Channel, Interactive] Why Digital Matters in Construction and Engineering Marketing
    Everything from the amount of information being developed and disseminated to the volume of it being consumed has changed the way people make purchasing decisions. This, in turn, has changed the way marketing professionals find and interact with their potential clients. The purchasing process that buyers follow today has become increasingly complex due to the competitive nature of online marketing. Multi-channel marketing to break through clutter online.
  • MODERN B2B MARKETING  |  THURSDAY, NOVEMBER 9, 2017
    [Channel, Interactive] How to Run A Scaleable Holiday Marketing Program
    There are addresses to be collected, and then there is the race against time to get gifts selected, purchased, and mailed before looming deadlines for mail delivery. This could be a challenge as more and more companies interact with customers primarily through inside sales teams and digital channels like email. The holidays can be a stressful time for marketing teams tasked with running the company’s holiday gift programs.
  • HUBSPOT  |  WEDNESDAY, NOVEMBER 8, 2017
    [Channel, Interactive] How Buyers Want to Talk to Your Business in 2018: The 3 Channels You Need
    How Buyers and Marketers View Interaction. Marketers don’t always view interactions with that audience in the same way. When it comes to interaction between buyers and brands, there is no one-size-fits-all option -- and even if there was, it would become commoditized very quickly. To understand that, we have to look at this interaction and the funnel from both sides. Remember what I said earlier about the buyer who doesn’t want to leave Facebook to interact with you?
  • MODERN MARKETING  |  TUESDAY, NOVEMBER 7, 2017
    [Channel, Interactive] Pipeline Marketing Helps CMOs Thrive in a Post Lead-Generation World
    This includes paid advertising, curated social media channels, a focus on SEO and solidifying your web presence. Another is to allow interested clients to sign-up for email newsletters, subscribe to your YouTube channel, and dive into your site filled with product tutorials and other useful information). Let your client solution reps do their magic; give them access to data that documents what the new client has already interacted with.
  • MODERN B2B MARKETING  |  TUESDAY, NOVEMBER 7, 2017
    [Channel, Interactive] Enterprise Marketing Best Practices for 2018
    Consumers and buyers expect to guide themselves through their own purchase decisions, but also to have seamless brand experiences across every channel. A compelling engagement strategy requires robust content, an omni-channel approach to communication, and a lead scoring partnership with the sales department. Smaller companies are usually much more nimble about these things, so enterprise organizations need to figure out how to be human on social channels.
  • CONTENT MARKETING INSTITUTE  |  TUESDAY, NOVEMBER 7, 2017
    [Channel, Interactive] A Quick-Start Guide to Paid Content Promotion
    To thrive and grow, it needs a constant influx of supporters who buy into its perspectives, points, and purposes, and customers who purchase its products. Of course, this is why marketing was invented – to draw interest by disseminating information about a brand’s favorable attributes, building desire for its products and services, and providing a clear pathway to make a purchase. These include True View ads, bumper ads, and interactive video ads.
  • MODERN B2B MARKETING  |  MONDAY, NOVEMBER 6, 2017
    [Channel, Interactive] 7 Tech Trends in Email for Marketers
    Four decades after its inception, email is still considered a top channel—fiercely competing with social media and organic search when it comes to delivering ROI. The evolution of email from just an inter-departmental communication tool to being one of the most successful marketing channels was not only reliant on the email’s reach but also the advancements and the improvements to email domains. Keyframe Animation-Based Interactivity.
  • B2B MARKETING DIRECTIONS  |  SUNDAY, NOVEMBER 5, 2017
    [Channel, Interactive] Debunking a Myth About Millennial B2B Buyers
    Research studies by the IBM Institute for Business Value, Google/Millward Brown Digital , Sacunas (now Merit), and SnapApp/Heinz Marketing have shown that Millennials are now playing significant roles in B2B purchase decisions. According to this myth, Millennials access and consume information primarily, if not exclusively, via digital channels, and they tend to view other means of communication with a certain degree of disdain.
  • MODERN B2B MARKETING  |  FRIDAY, NOVEMBER 3, 2017
    [Channel, Interactive] How to Achieve the Engagement Your Customers Are Looking For
    Well, maybe not anyone, but it holds true that when making a purchase, prospects look for guidance not only from family and friends but a myriad of other sources. Self-reported by marketing professionals in The State of Engagement , a majority (85%) believe they provide a consistent experience across channels, 84% are more successful when stakeholder teams and strategy are aligned, and 83% deliver a consistent and personalized experience.
  • SNAPAPP  |  THURSDAY, NOVEMBER 2, 2017
    [Channel, Interactive] How to Get More Targeted Leads (a B2B Playbook)
    The role played in the purchasing decision. Factors that could potentially stop a purchase decision. Otherwise, you’re just guessing which marketing channels you should be using to distribute content. . . On average, B2B organizations use six different channels for promoting and distributing interactive content online. . . CMI shared the most popular channels among B2B companies in their 2017 report: . . Enter interactive content. . . .
  • MODERN MARKETING  |  THURSDAY, NOVEMBER 2, 2017
    [Channel, Interactive] Why It's Imperative Retailers Move From Next Best Offer To Next Best Experience
    Customers also expect that their experience will remain consistent across different channels - whether it is online, in store, through a sales rep, etc. To achieve this marketers must build customer profiles that integrate data from all points of customer interaction, and treat customers as individuals. Or display ads shown promoting a product to a customer who just recently purchased that very same item? Channel coordination and conflict.
  • TERMINUS  |  WEDNESDAY, NOVEMBER 1, 2017
    [Channel, Interactive] How to Orchestrate Account-Based Interactions Across Marketing & Sales
    Account-based interactions are the tactics and activities orchestrated to engage a target account. Orchestrating these interactions through multiple digital channels and through the people in your organization is key to the success of account-based marketing (ABM). ABM relies on a go-to-market team transformation to focus your organization on the highest value accounts, and it works best when a spectrum of interactions is deployed across both sales and marketing.
  • MODERN MARKETING  |  TUESDAY, OCTOBER 31, 2017
    [Channel, Interactive] 3 Things To Scare CMOs This Halloween
    Consumers, in case you didn't know, like to use more than one channel before making a purchase - most notably among these channels? According to the most recent CMO Survey , marketing leaders continue to struggle when it comes to integrating customer information, better known as data, across channels including social media. Moreover the right solution connects cross-channel, content, and social marketing with data management and activation.
  • SNAPAPP  |  TUESDAY, OCTOBER 31, 2017
    [Channel, Interactive] Creating an Interactive Marketing Campaign from Start to Finish [Case Study]
    common question for us at SnapApp is some variation of the following: “Well, I get interactive and how it could help, but how do you actually integrate it into your campaigns?”. . It should come as no surprise that we (ourselves at SnapApp) spend a lot of time not only spreading the word about interactive content but also thinking about ways to incorporate it into all of our campaigns. . Can we make this interactive instead?”. . Interactive white paper.
  • TERMINUS  |  MONDAY, OCTOBER 30, 2017
    [Channel, Interactive] How ABM Masters Do Account-Based Marketing
    The proliferation of technology and communication channels has forced marketers to focus on efficiency. This level of thoughtful personalization is crucial in account-based interactions because it shows your prospects that you understand and care about the problem they are trying to solve. ” We also use Bombora intent data within the EverString platform to identify companies demonstrating intent to purchase solutions like ours. Meet the ABM Masters.
  • MODERN B2B MARKETING  |  MONDAY, OCTOBER 30, 2017
    [Channel, Interactive] 6 Email Marketing Tips for the B2B Marketer
    There is no guarantee that leads will discover content published on these channels. By adding modern email marketing strategies to existing lead nurturing efforts, you can deliver relevant content and personalized communications directly to leads on a channel they monitor actively. There are a variety of uses for dynamic content: Specific sections of an email template can use dynamic code to display relevant promotions using historical purchase or brand interaction data.
  • PUREB2B  |  TUESDAY, OCTOBER 24, 2017
    [Channel, Interactive] 5 Principles of Effective Social Selling
    Social media marketing is about delivering content to a particular community or segment, whereas social selling refers to the meaningful interaction between salespeople and individual prospects. Once a lead is generated, the goal of social selling is to nurture that lead through one on one interactions and to drive the prospect towards a purchase decision. Social selling has the same goal as traditional selling – to drive purchase decisions – using a new approach.
  • MODERN B2B MARKETING  |  TUESDAY, OCTOBER 24, 2017
    [Channel, Interactive] Personalization at Scale to Win in the Engagement Economy
    They dictate their journeys and experiences and set the tone for interactions and engagement with brands. 66% of customers expect their interactions with brands to be personalized (Marketo). It means buyers want companies to respect (and align with) their values, and they do not make purchases based on logic alone. Continually listen to your customers via every channel possible (email, social media, customer support, sales transcripts, etc.)
  • CONTENT MARKETING INSTITUTE  |  TUESDAY, OCTOBER 24, 2017
    [Channel, Interactive] 10 Tips (and a Ton of Tricks) to Maximize Your Video Content Investment
    The growing sophistication of technologies like virtual reality , voice recognition (hello Alexa), and artificial intelligence means we will soon interact with screens very differently than we used to.”. The growing sophistication of technologies means we will soon interact w/ screens differently, says @jjulian. Let’s look at a few examples of video content that drives specific goals throughout the purchase process: Thought leadership. Purchase intent.
  • THE LEAD AGENCY  |  MONDAY, OCTOBER 23, 2017
    [Channel, Interactive] B2B Marketing Attribution – How Single Source Attribution Is Hurting Your Business
    There are an abundance of channels and devices – making the process of tracking a customer journey more complex than ever. Marketing attribution is a holistic solution that connects marketing and sales data by tracking and storing customer information – from their first click on a PPC ad to the final purchase. Tracking traffic from your marketing channels is the first step. It measures everything in detail between the first interaction and the conversion to a lead.
  • PUREB2B  |  MONDAY, OCTOBER 23, 2017
    [Channel, Interactive] What’s the Deal with Lead Magnets?
    But visitors are seldom ready to make purchase decisions right away. You’d do well using lead magnets if you are: Trying to Initiate Interaction . For digital users with short attention spans , sometimes it’s worth considering interactive content that forces users to engage. By offering discounts, you’re creating a sense of exclusivity , giving prospects more incentive to make purchase decisions. This usually creates enough “fear of loss” to drive initial purchases.
  • CONTENT MARKETING INSTITUTE  |  SUNDAY, OCTOBER 22, 2017
    [Channel, Interactive] 9 Stats That Will Make You Want to Invest in Content Marketing
    These channels help consumers pick and choose exactly which brands they interact with. These channels also happen to be where content marketing does most of its work (and works its magic). online consumers made a purchase. online consumers have made a purchase based on recommendations from a blog.
  • KAON  |  WEDNESDAY, OCTOBER 18, 2017
    [Channel, Interactive] Kaon’s Augmented VR Solution Partnership with ASUS Featured in IOT Evolution World
    Kaon Interactive and ASUS ZenFone Launch Augmented VR Solution. Kaon Interactive , provider of 3D marketing and sales applications for global B2B brands, recently announced that its augmented reality solution, Kaon AR , and virtual reality solution, Kaon VR , are now available on the new ASUS ZenFone AR. Mobile applications that incorporate AR and/or VR will become increasingly important for B2B companies,” said Gavin Finn, president and CEO, Kaon Interactive.
  • CONTENT STANDARD  |  TUESDAY, OCTOBER 17, 2017
    [Channel, Interactive] How the Recommendation Engine Explosion is Changing Martech and Content Consumption
    “Recommender systems help users discover new movies to watch, books to read, items to purchase, music to listen to, and news to read. Bilgic’s work on interactive and transparent recommendation systems is fascinating; for a quick primer, watch his TEDx talk here. Over time, as new content becomes available or users interact within a technology ecosystem, the personalization continues to refine and evolve.
  • MODERN B2B MARKETING  |  MONDAY, OCTOBER 16, 2017
    [Channel, Interactive] How Mobile Marketing + Email Pack a Punch for Marketers
    They’re more likely to immediately engage with an offer presented via mobile than any other channel simply because their phones have become an extension of themselves. Consumers can not only pay for purchases both in-store and online with their digitally saved credit cards, but they can also opt-in to promotions and offers from their favorite brands. It acted as a data capture tool between marketing touch points and in-store purchases.
  • CIRCLE STUDIO  |  THURSDAY, OCTOBER 12, 2017
    [Channel, Interactive] Important Marketing Terms that Every B2B Executive Should Know
    It specifies how a piece of software should interact with another software platform. Channel – Various portals such as a particular website, social media platform, or TV channel, through which marketing efforts are put forth. Content calendar – A document that maps out future content pieces or social media posts on a given channel, such as a blog, Facebook or Twitter. Impression – The number of times your content is displayed on a social channel, such as Facebook.
  • HUBSPOT  |  THURSDAY, OCTOBER 12, 2017
    [Channel, Interactive] How to Start a Competitive Analysis: 57 Questions You Need to Ask [Free Kit]
    Are they working mainly volume sales or one-o purchases? Are they using different pricing strategies for online purchases versus brick and mortar? What channels are they selling through? Does your competitor have links to their social media channels in the header, footer, or somewhere else? How does your competition interact with their followers? How frequently do their followers interact with their content?
  • ONLY B2B  |  WEDNESDAY, OCTOBER 11, 2017
    [Channel, Interactive] Only B2B - Untitled Article
    But, email marketing has the highest ROI of all marketing channels. Marketing is all about trying new channels and seeing what works best for your business. It is based on the behavior of the lead and takes into account factors including website activity, number of downloads, email activity, social media interaction etc. Are they willing to purchase a product/service to solve a pain point? Finally, 5 things in email marketing campaign which actually work.
  • THE LEAD AGENCY  |  TUESDAY, OCTOBER 10, 2017
    [Channel, Interactive] The B2B Digital Marketing Mountain
    Obviously, there are other B2C decisions that require much more consideration, such as the purchase of a new car, which will involve a significant amount of research and evaluation of the different alternatives. B2B purchase decisions often involve the consideration of a number of parties, as the end user of the product or service is typically not the person who is actually buying. 81 percent of B2B purchase cycles start with a web search ”.
  • MODERN B2B MARKETING  |  TUESDAY, OCTOBER 10, 2017
    [Channel, Interactive] 3 Steps to Applying Your Personas to Segmentation
    A persona can be very detailed, containing information on his purchasing authority, pain points, and motivators. At Marketo, for behavioral scoring, we start by determining the buying stage as well as the investment needed for certain interactions (e.g. Here are some channels that you can tailor your messaging to reach your target audiences: Email marketing : a great way to make personalization happen at scale is through dynamic content.
  • MODERN MARKETING  |  MONDAY, OCTOBER 9, 2017
    [Channel, Interactive] Evolution not Revolution: The Future of Marketing Automation
    Other marketers are looking for product recommendations based on past purchase information, interactions, profiling and firmographics. Currently a marketer has to prioritise their AI focus; where they are going to apply it, and what it's going to solve — i.e. the channel they're going to use to reach customers, or whether they'll engage with customers at all.
  • CUSTOMER EXPERIENCE MATRIX   |  SATURDAY, OCTOBER 7, 2017
    [Channel, Interactive] Attribution Will Be Critical for AI-Based Marketing Success
    Even vendors that do attribution often limit themselves to assigning user-selected fractions of value to different channels or touches, replacing the obviously-incorrect first- and last-touch models with less-obviously-but-still-incorrect models such as “U-shaped”, “W-shaped”, and “time decay”. For example: one group of customers might have interacted in three channels and another interacted in the same three channels plus a fourth.
  • SHARPSPRING  |  FRIDAY, OCTOBER 6, 2017
    [Channel, Interactive] The Best Re-Engagement Tactics for Your Marketing Campaigns
    The big challenge brands face is how to reactivate potential customers who have either (a) shown interest but never bought, or (b) made a prior purchase but then disengaged. Or, say a customer opens a cart-abandonment email but still doesn’t purchase. Check your click and open rates, and be sure to reference prior engagements, purchases and other data to help the customer remember the relationship with your company. We all know breakups hurt.
  • MODERN MARKETING  |  THURSDAY, OCTOBER 5, 2017
    [Channel, Interactive] For Cross Channel Marketing Success, Don’t Sit On Data; Act On It
    And I know you know that ours is a cross channel world where a whole lot of us use multiple channels as we make our way to the checkout line - be it a real checkout line or of the digital/online variety. For example, they are 38% more likely to utilize the uni ed view of customer data to deliver omni-channel messages. Specifically, this refers to tailoring the timing and content of each campaign based on insights captured through previous interactions.
  • MODERN MARKETING  |  WEDNESDAY, OCTOBER 4, 2017
    [Channel, Interactive] 4 Ways to Enhance Broadcast Email Campaigns with User-Generated Content
    User-generated content (UGC) can add that personal touch missing from your broadcast email campaigns — allowing email subscribers to see and interact with relevant photos and videos of your brand and its products. A study by Pixlee has shown that displaying user-generated content on marketing channels can increase online conversions two to four times. Inspire purchase by celebrating real customer content that highlights sale items.
  • WEBBIQUITY  |  TUESDAY, OCTOBER 3, 2017
    [Channel, Interactive] 11 B2B Content Marketing Mistakes That Can Sabotage Your Strategy
    Being unaware of who exactly is interacting with your content. Mix it up to reach more people and keep the attention of those that interact with your content for a longer amount of time. Instead of thought leadership being the primary focus of your B2B content marketing strategy, you have to also persuade the business professional to make a change to what they are currently doing with their business through their interaction with your content. Guest post by Sarah Saker.
  • SNAPAPP  |  TUESDAY, OCTOBER 3, 2017
    [Channel, Interactive] Sales and Marketing Alignment: 45 Experts Explain How To Connect The Dots
    Instead of putting 100% of their efforts into their channels and functions, they think more account based. . 2: Sales and marketing should have the right expectations for each other and understand each department’s roles, responsibilities, and how they interact with each other. Integration is key Fundamentally both sales and marketing have the same goal, but different functions in the purchase funnel. Sales interaction should inform all content creation.
  • MODERN MARKETING  |  MONDAY, OCTOBER 2, 2017
    [Channel, Interactive] How Can Brands Deliver Robust Customer Experiences?
    Some estimate that 70% of consumers make their decision to purchase or utilize a service before they ever walk in the door. The consultative approach also requires that brands actively listen to customer interactions, taking into account what is said and acting on the information received when necessary. Savvy brands utilize data across all channels to partner with the consumer across the lifecycle; recognizing they are less of an individual and more a part of an ecosystem.
  • CONTENT STANDARD  |  FRIDAY, SEPTEMBER 29, 2017
    [Channel, Interactive] What the Story of Bitcoin Can Teach Financial Marketers
    From a content marketing perspective, it would be like the difference between a brand that posts light content pointing users to purchase an advising service and a brand that actively produced deep educational content and interacted with community concerns via social and other direct channels. ” Often, our natural inclination is to assume that a generated lead or a purchase means trust earned.
  • MODERN MARKETING  |  THURSDAY, SEPTEMBER 28, 2017
    [Channel, Interactive] Why Retailers Need To Move Beyond Cross Channel Marketing
    With the proliferation of channels beyond the store and the Web site, the way customers engage with your brand is on their terms. The best-performing retailers, whether it is ModCloth, Amazon, or The North Face are not focusing on the marketing channels, but are focused on enabling seamless, low-friction customer experiences with their brands. The customer does not think about your brand in the terms of marketing channels. Cross Channel Marketing
  • MODERN B2B MARKETING  |  WEDNESDAY, SEPTEMBER 27, 2017
    [Channel, Interactive] 3 Ways to Turn Your Brand’s Supporters Into Fans
    Here are three ways you can turn your brand’s fair-weather fans into lifelong ambassadors who live and breathe your company, team, or channel. At its base level, having a single customer view means that businesses are able to track customers and their communications across every channel. This holistic approach will drastically improve interactions with customers as well as moving data from useless silos, allowing it to be leveraged to engage with customers.
  • CONTENT STANDARD  |  WEDNESDAY, SEPTEMBER 27, 2017
    [Channel, Interactive] How to Engage Users with Snapchat Marketing
    A recent series, A Day in the Life of an Account Manager , gives a glimpse into what it’s like to work at the company, serving as an effective recruitment channel. With on-demand Geofilters (think: personal or business), you can purchase Geofilters for a location or event and branding is allowed. Advertisements that display after you view stories can have an interactive element. Every time I log into Snapchat, I discover something new.
  • ABERDEEN CMO ESSENTIALS  |  THURSDAY, SEPTEMBER 21, 2017
    [Channel, Interactive] Digital Transformation: What Does It Mean for Customer Experience Management?
    Read: Smart Customer Service: 4 Steps to Long-Lasting Customer Bonds with Omni-Channel. Customer experience practitioners who were trying to understand what big data meant for their businesses quickly understood that big data was just referring to the obvious trend they’ve been experiencing for decades; companies have more customer data captured through more channels (e.g. Is digital transformation the new big data?
  • NAVIGATE THE CHANNEL  |  TUESDAY, SEPTEMBER 19, 2017
    [Channel, Interactive] What Does a CMO Need to Know About Lead Generation?
    The CMO position should be attuned to new methods in lead generation, especially new digital channels. Placing ads in targeted locations associates you with the right customer from the start, helping you unqualified prospects, which reduces the chance of a low ROI interaction. The CMO should lead a concerted effort to discern behavioral trends from a prospect’s social media posts and past purchase history.
  • CIRCLE STUDIO  |  THURSDAY, SEPTEMBER 14, 2017
    [Channel, Interactive] Branding Your Company in an Increasingly Digital World
    Successful branding involves a myriad of strategies, concepts and channels—a mixing of tried and true principles and an ever-evolving, agile adaptation to the digital age we live in. And how they think and feel is a result of both the tangible and intangible attributes of your brand that they perceive through their interactions and experiences. The digital age has fundamentally changed the way people research and make purchasing decisions.
  • SNAPAPP  |  FRIDAY, SEPTEMBER 8, 2017
    [Channel, Interactive] A Simple 6 Step Guide to Building a Well-Oiled B2B Lead Generation Funnel
    In fact, 93% of B2B buying processes begin with an online search, and 94% of B2B buyers will research online before finalizing a purchase. . Interactive video. Interactive infographics. Interactive white papers. This often requires a direct interactive experience, such as a demo or trial. . . For example, start by distributing interactive white papers and blog posts from your website. Collect customer data from every channel, using: .
  • HUBSPOT  |  FRIDAY, SEPTEMBER 1, 2017
    [Channel, Interactive] How to Create a Content Marketing Strategy for Virtual Reality
    Customers are more inclined to engage with or purchase from brands they feel the strongest connection with. For many customers today, an experience is inauthentic if it’s not interactive. Meaning, they have to be able to reach out and feel like they’re grabbing the thing you’re selling, which is a far cry from the days where leaving a comment on a blog post counted as a sufficient interaction.
  • SNAPAPP  |  THURSDAY, AUGUST 31, 2017
    [Channel, Interactive] 43 Execs Explain How Millennials Impact B2B Buying Committees
    Though this shift might seem minor, it greatly impacts how marketing teams operate, sales teams engage, and how purchase decisions are ultimately made. . Respondents were pre-qualified for the survey with the question “Are you involved in either influencing, recommending, or approving a purchase for your organization or client?” Each of the findings support a hypothesis you've heard before: social media has set standards for online interaction for Millennials.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, AUGUST 31, 2017
    [Channel, Interactive] AgilOne Adds New Flexibility to An Already-Powerful Customer Data Platform
    There’s still a “Customer360” screen to display detailed information about individual customers, including full interaction history. Personalization has been enhanced and the system exposes message-related data elements including product recommendations and the last products browsed, purchased, and abandoned. AgilOne now supports Web, mobile, and social channels and offers more options for email delivery.
  • SNAPAPP  |  WEDNESDAY, AUGUST 30, 2017
    [Channel, Interactive] The Engagement Gap: 3 Insights on How Marketers are Missing the Mark (and What to Do About It)
    While consumers said that the engagements are mostly relevant, it’s because tend to be more transactional in nature, focused on the purchase process, or very specific asks from a consumer. . . Takeaway: Focus on relevant engagement across the buyer journey, not just at the purchase point. But the very channels they rely on seem to be the hinderance for deeper engagement. Let’s take a B2C example – my own online purchases of dog food for my pup.
  • PUREB2B  |  SUNDAY, AUGUST 27, 2017
    [Channel, Interactive] The Importance of B2B Storytelling
    Stories in different forms get passed from one generation to another and exist across various channels in multiple iterations. Storytelling connects people because of the common ground it builds for all of the people that interact with the story. . Based on the same study, 71% of B2B buyers purchase when they see personal value in your business. Moreover, personal recommendations also drive purchase action at 91%. At the end of the day, purchasing is a risk.
  • BIZNOLOGY  |  MONDAY, AUGUST 21, 2017
    [Channel, Interactive] How can you outperform the winners-eat-everything digital economy?
    It focused on their $2 billion VR purchase of Oculus , and Mark Zuckerberg demo-ed himself living in VR in the future. Instead of today’s multiple platforms, a people-first publishing platform would simplify everyone’s “presences”; always on connections; personal digital protections and physical safety; immediate achievement during each interaction; and everyday online life, work, and entertainment. Lesson for leaders.
  • LEADSPACE  |  WEDNESDAY, AUGUST 16, 2017
    [Channel, Interactive] 5 Things B2B Marketers Should Learn from B2C Marketing
    That data can range from your age/social demographic, where you live and work, your previous related purchases, your personal interests and even your attitudes and beliefs — all of this gleaned from a huge range of data sources spanning online cookies, intent data and other third-party structured and unstructured data (more on that later). Omni-channel marketing. The most successful consumer brands know that their interaction with their customers doesn’t end with a sale.
  • MODERN MARKETING  |  FRIDAY, AUGUST 11, 2017
    [Channel, Interactive] 5 Examples of Brands Using Cross-Channel Tactics to Drive Real Results
    The goal of your cross-marketing strategy should be to tell all your audience and customers a similar brand story across multiple channels. Your story has to be slightly different for each channel due to the fact that people on those channels interact with these channels in unique ways. That means you can't just blanket each channel with the same exact content. Figure what works well where and you've got a winning cross-channel marketing strategy.
  • PUREB2B  |  TUESDAY, AUGUST 8, 2017
    [Channel, Interactive] Permission Marketing: Love it or Hate it?
    Seth Godin has repeatedly said that permission marketing gives you the opportunity to “earn the privilege” of interacting with your consumers. If a user opts in by agreeing to receive a newsletter or subscribes to a podcast or YouTube channel, they must provide at least some portion of their contact information (usually an email address). Permission marketing is a continuous interaction.
  • MODERN MARKETING  |  TUESDAY, AUGUST 8, 2017
    [Channel, Interactive] 5 Things B2B Marketers Should Learn from B2C
    That data can range from your age/social demographic, where you live and work, your previous related purchases, your personal interests and even your attitudes and beliefs -- all of this gleaned from a huge range of data sources spanning online cookies, intent data and other third-party structured and unstructured data (more on that later). Omni-channel marketing. The most successful consumer brands know that their interaction with their customers doesn’t end with a sale.
  • MODERN B2B MARKETING  |  FRIDAY, AUGUST 4, 2017
    [Channel, Interactive] 50 Stats to Help You Choose The Right Social Networks for Your Brand
    The challenge is, there are more social channels than ever before. What type of content are they regularly interacting with? Understanding what channels will most likely reach your audience, the best time to gain their attention, the tone that will most likely resonate, and the types of content they prefer will help put you one step ahead of your competition. One mistake I see marketers make all too often is trying to incorporate too many channels into their strategies.
  • EMEDIA  |  THURSDAY, AUGUST 3, 2017
    [Channel, Interactive] Social CRM: To Better Serve Today’s Social (and Smarter) Customer
    Social CRM looks mainly at how the organizations are interacting with their customers. In traditional CRM, only a customer service representative interacts with the customers. Many brands today are starting to realize that social media is not just another channel to flog their ads but one that offers a genuine opportunity to create engagement and build a loyal base of customers and brand ambassadors. Social CRM means different things to different organizations and people.
  • TERMINUS  |  WEDNESDAY, AUGUST 2, 2017
    [Channel, Interactive] How to Build an Account-Based Marketing Technology Stack
    Technology can power up your 1:1 ABM and ABM Lite strategies and help you reach your target accounts across multiple channel. Still, you can reach this shortlist of named accounts on limited channels without specific marketing technology. So, while it is possible to do highly targeted account-based marketing without ABM software, this severely limits the number of companies you can engage with and the channels on which you can reach them.
  • SNAPAPP  |  WEDNESDAY, AUGUST 2, 2017
    [Channel, Interactive] Content Tools and Side Projects: Re-thinking the Traditional Marketing Approach
    Sometimes they’re a resource (think interactive calculators , headline analyzers, etc.), These aren’t products being offered on a free trial basis with the hope that down the road the user will purchase the tool, or upgrade to a higher service level. . . The strategy behind content tools is fairly simple: Create a valuable, helpful tool for the target audience, and then promote and share through normal channels.
  • SNAPAPP  |  TUESDAY, AUGUST 1, 2017
    [Channel, Interactive] Demand Generation: An A-Z Guide for B2B Marketers (with Strategies & Examples)
    Demand generation strategies allow you to drive awareness and initiate customer relationships across all channels in the buyer journey. . The strategies, tactics, channels and ways to measure success are endless. Ramping up with interactive content. . Sales reps should only take calls with SQLs—those who have pain, budget and ability to make a purchase decision. . . This interactive infographic positions the software while making a data-driven case for its need. .
  • SHARPSPRING  |  MONDAY, JULY 31, 2017
    [Channel, Interactive] 5 Ways Marketing Automation Enhances Customer Loyalty
    You’ll leave the store feeling cheerful about your new TV and the personal interaction you just had. You’re hit with a tidal wave of cynicism about advertising, impatience with the sales process, and the impersonal nature of internet purchases. Instead of hammering your audience with mindless messages, now you can deliver targeted and meaningful interactions across customer segments. This will simultaneously cement lifelong ties and encourage repeat purchases.
  • SNAPAPP  |  MONDAY, JULY 24, 2017
    [Channel, Interactive] 28 Amazing B2B Examples of Interactive Content
    Aided by the explosive popularity of more viral and interactive content produced by media companies like BuzzFeed , B2C marketers have made big campaigns focused on the interactive format. . These campaigns have been so popular and successful that Forbes listed interactive content as a top 3 must-do for B2B marketers in 2016. 28 Visual and Innovative Examples of B2B Interactive Content. . Believe it or not, the following interactive microsite is a B2B example.
  • VIDYARD  |  THURSDAY, JULY 20, 2017
    [Channel, Interactive] Video Success Starts with a Strong Video Strategy
    They’re unsure of which channels they should be using to maximize their reach, but also hit the right people with the right message, what types of insights they should be tracking to understand the performance of their videos and what type of content is generating the greatest ROI. And finally, am I going to add interactive elements, calls to action, personalization into my videos?
  • MODERN B2B MARKETING  |  WEDNESDAY, JULY 19, 2017
    [Channel, Interactive] Top Tips For Successful Community Building on Twitter
    Their activities work to inspire identification with their brand and empower social customers to act, which translates into a willingness to purchase and spend. Besides embracing Twitter as a social channel designed for socializing, it’s important to define and map out how you can leverage it as a long-term interaction between a business and a community. Use storytelling tactics to create relatable and interactive content that drives engagement is key to building a community.
  • HUBSPOT  |  TUESDAY, JULY 18, 2017
    [Channel, Interactive] Marketers: This Is Why We Can’t Have Nice Things
    I was talking to a colleague the other day about these changes, and she noted how endlessly marketing channels shift. There is so much competition for attention these days that the moment a blue ocean channel or new marketing strategy opens up, marketers flock to make the most of it. At the root of the problem is the channel-based mentality that causes us to obsess over hacks and mechanics more than a great message and engaging experience.
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